In our first episode of 2026 we sit down with Chris Annous from More in Common to look at how values-based research can bridge divides—and why pride in place may be the most underrated lever for social and climate progress right now.
Chris shares how his team’s segmentation moves beyond left-versus-right to reveal seven distinct worldviews, and how that map helps leaders speak to what people actually care about rather than what the loudest voices demand.
The heart of the episode is a surprising finding: across backgrounds and politics, people name their local parks and green spaces as their biggest source of pride. When those spaces feel neglected, it becomes a daily reminder that nothing works. When they’re cared for, it’s proof that improvement is possible.
We also touch on lessons across Europe, where similar pressures play out with national nuance, and preview Chris’s work on men and masculinity, highlighting a “crisis of provision” that is reshaping political identities.
If you care about sustainability, public trust and campaigns that actually move people, this conversation offers a practical playbook rooted in real lives. Have a listen, subscribe, and share with a colleague.
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